Power of Local SEO: The Complete Guide
Introduction
Power of Local SEO is the way forward if you want to get more customers to your local business from organic search. But what is local SEO, how does it work, and which ranking factors matter?
In this guide, you’ll learn how to rank your business on local search to get more customers through your door. With the power of local SEO, you can enhance your business’s visibility, attract more local customers, and drive revenue growth.
Local SEO Basics
What is Local SEO?
Power of Local SEO is the practice of improving your online presence to get more business from local searches. These searches take place on many search engines, but local SEO focuses on optimizing for Google users.
Why is Local SEO Important?
Local SEO is important because many people use search engines to find local businesses. According to Google:
- 30% of all mobile searches are related to location.
- 78% of people who search for something nearby on their phones visit the business within a day.
- 28% of searches for something nearby result in a purchase.
In short, customers are searching for your business. If you’re not there, you’re leaving money on the table. With the power of local SEO, you can enhance your business’s visibility, attract more local customers, and drive revenue growth.
How Does Local SEO Work?
Local SEO is a game of two halves because Google shows two types of search results for local searches: “map pack” results and organic “blue link” results. You can rank on both of them.
- Map Pack Results: The map pack (aka local pack) is a Google SERP feature that shows the top local business listings and a map. It often appears at the very top of Google’s search results for local searches.
- Organic Search Results: The “regular” organic search results are the “10 blue links” that we’re all familiar with. They usually appear below the “map pack” results.
Chapter 1. Local SEO Keyword Research
Local keyword research is the process of understanding how people search for the local services you offer. It’s important because you want to optimize for what people search for.
Steps to Local Keyword Research:
- Find Service-Based Keywords: Brainstorm and list the services you offer. For example, a plumber might list “drain unblocking,” “boiler repair,” “boiler installation,” etc. Use these as “seeds” to find more services people are searching for.
- Check Search Volumes: Keyword research tools show national search volumes. For more localized data, use Google Keyword Planner.
- Check for Local Intent: To check a query for local intent, Google it and check the results. If there’s a map pack and/or some local “blue link” results, it has local intent.
- Assign Keywords to Pages: Your homepage is unlikely to rank for all your service keywords. Assign them to specific pages that map to those services.
Chapter 2. Local SEO Ranking Factors
Local SEO is a game of two halves because there are two ways to rank. The first is the map pack, and the second is the “regular” organic results. Here are some important factors:
Google Business Profile (GBP)
A Google Business Profile is a local listing with information about your business. It’s free and allows your business to appear in the map pack and Google Maps. SEOs believe it’s one of the most important ranking factors for the map pack.
Best Practices:
- Be specific when setting your business category.
- Set your business hours, including holiday hours.
- Add your address and service area.
- Add the products or services you offer.
- Add photos and ask customers for reviews.
NAP Citations
A NAP citation mentions your business’s name, address, and phone number online. They usually appear on business directories and social media profiles.
Best Practices:
- Get listed with big data aggregators.
- Submit to other big players like Apple Maps, Yelp, and Facebook.
- Submit to popular directories in your local area and industry.
- Keep your citations consistent.
Reviews
Reviews refer to the quantity and quality of reviews on your Google Business Profile and elsewhere online. They’re crucial for building trust with Google and customers.
Best Practices:
- Remind customers to leave reviews.
- Focus on getting reviews on your Google Business Profile.
- Respond to reviews to build trust.
- Don’t offer or accept money in exchange for reviews.
Links
Links act like votes for your site from other websites. They are essential for ranking on regular organic searches and somewhat important for map pack rankings.
Best Practices:
- Get links from other top-ranking sites.
- Get links your competitors have.
- Get local citations.
- Claim unlinked mentions.
On-Page SEO
On-page SEO involves making changes to the content of a page to help it rank higher on organic search results with the Power of Local SEO
Best Practices:
- Tailor your pages for search intent.
- Include your NAP information on your website.
- Write compelling meta titles and descriptions.
- Use descriptive, SEO-friendly URLs.
- Optimize your images.
- Internally link to and from pages where relevant.
Chapter 3. Local SEO Tools
Google Business Manager
Google Business Manager is how you manage your Google Business Profile. It’s free and essential for local businesses.
Google Search Console
Google Search Console is a free tool for monitoring your website’s search performance. It tells you how much search traffic you’re getting, where it’s going, and what keywords it’s coming from.
Ahrefs’ Rank Tracker
Rank Tracker lets you track up to 10,000 keyword rankings for “regular” organic search by country, state, city, and even ZIP/postal code.
Ahrefs Link Intersect
Our Link Intersect tool lets you find websites that link to multiple competitors, useful for finding relevant local and industry-specific citations.
Grid My Business
Grid My Business shows map pack ranking positions for a keyword in the area around your business.
Yext
Yext is a tool for syncing and managing business information across multiple listings, useful for keeping citations consistent.
Google Keyword Planner
Google Keyword Planner is a free keyword research tool from Google, useful for getting search volume ranges at the local level.
Conclusion
By now, you should have a solid understanding of how local SEO works and its impact on your business. Ready to unlock the power of local SEO? Dive into our additional resources and guides to deepen your knowledge and master this essential strategy. With the power of local SEO, you can enhance your business’s visibility, attract more local customers, and drive revenue growth. Start leveraging the power of local SEO today—contact us to explore tailored solutions that take your business to the next level!